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TEDxAmsterdam 2012
Rory Sutherland
The Next Revolution Will Be
Psychological, Not
Technological
by World of Minds

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TEDxAmsterdam 2012
Rory Sutherland
The Next Revolution Will Be
Psychological, Not
Technological

game theoric approach

Why do woman like
flowers/jewelry from men?

because men don't like them

woman know that

Customer satisfactory is worth something when
it costs them something (effort for example)

example: British Gas Meter app

Rational versus irrational decision making

people almost never get fired for
rational decisions

where are our competitors 'measurebating'?

if you succeed in this, you'll
achieve general succes

About

...the author

Rory Sutherland, @rorysutherland

...this talk

Reactions, One of my favorite ted speakers @rorysutherland #tedxams, Now @rorysutherland at #tedxams being very
amusing ánd inspiring http://yfrog.com/obx55oljj, Rory Sutherland: traditional economy is a form
of measurebation! #TEDxAMS, With inventing a word, you're inventing a
norm @rorysutherland at #tedxams, Love "measurebation" term by
@rorysutherland #TEDxAms, Mind f*ckups van
@RorySutherland #TEDxAms, Innovation might be about understanding what
people realtime want and create them with the
most effect and lesser costs #rory #TEDxAms, The next revolution may not be technical, but
psycological. Because VALUE is created in
PERCEPTION #TEDxAms @rorysutherland, Another great talk @rorysutherland #TEDxAMS. Missed
your rum-color trousers though :)

Clicker is like
Gin & Tonic

Most potent thing you can do to
change human behaviour is to
popularize a word

Makes it common

provides human proof

Brilliant marketing case

phrase: designated driver, in holland always called BOB

Inventors put it in popular soap series

became popular and the
concept, it was easily
understood

new book on customer experience

'measurebation'

word stems from digital photography

'measurebaters', they fixate on the technical details of lenses

men do it more and woman do

digital photographer, men like all tech specs, pixels, they take shit photgraphs

financialization of everything

'Opposition of measurebation'

Complexity theory

economics should be about
people (Peter Drucker)

They where interested in the
behavior of commodities, not people

mathematically model human
behaviour

Requires complex mathemathics

Karl Popper

exists on a spectrum between
clouds & clocks

worst mistakes made in society

model complex this as being easy things

Austrian school of economics

made 2 distinctions

1 Human behaviour not
expressible in mathematics

2 economics and discipline
should be subordinate to
psychology

there is no distinction in value

No difference in a restaurant between
cooking the meal and mopping the
floor